Durables sector’s ad volumes on Radio up 4.3x in Jan-Sep’22: TAM AdEx

Ad Volumes for the Durables sector on Radio saw a growth of 4.3x in Jan-Sep’22 over Jan-Sep’20, as per a TAM AdEx’s overview of advertising by the Durables sector across TV, Print, Radio and Digital during January-September 2022. On the other hand, the Durables sector’s Ad Space in Print medium grew by 3x during Jan-Sep’22, compared to Jan-Sep’20.

TV

Ad Volumes of the Durables sector rose by 2.1x during Jan-Sep’22, compared to Jan-Sep’20. During Jan-Sep’21-22, ad volumes on Television for Durables climbed by about 79% and 2x, respectively, compared to Jan-Sep’20.

During Jan-Sep’22, the top 10 categories and advertisers accounted for more than 70% and 35% of sector ad volumes, respectively. Fans was the top category and Electrolux Kelvinator was the top advertiser for the sector.

Over 400 brands advertised during Jan-Sep’22, among which the Top 10 brands had 23% share of the Ad Volumes. In Jan-Sep’22, 200+ exclusive brands advertised under Durables sector compared to Jan-Sep’21. Two of the Top 10 exclusive brands were from Air Conditioner and Refrigerators category each.

Print

Ad Space in the Durables sector increased by nearly 2x and 3x in the Print medium when comparing Jan-Sep’21-22 to Jan-Sep’20, respectively. The Durables sector’s ad space saw a 58% increase in Jan-Sep’22 compared to Jan-Sep’21.

The Top 10 categories had 85% share of Ad Space .Consumer Durables/Home Appliances topped among the categories of Durables sector in Print with 39% of the Ad Space’s share. Top 10 advertisers had 50% share of Ad Space. TTK Prestige India was the top advertiser in the sector with 12% share of Ad Space during Jan-Sep’21.

The Top 10 brands accounted for 40% share of the Ad Space, with the Prestige Range being on top. During Jan-Sep’22, 1,600+ exclusive brands appeared under the Durables sector, compared to Jan-Sep’21. Haier Self Clean Inverter AC was the top exclusive brand.

Radio

On Radio, Advertising Volumes for the Durables sector saw an increase of 4.3x in Jan-Sep’22 over Jan-Sep’20. Ad Volumes for the Durables sector saw a rise of 46% in Jan-Sep’22 over Jan-Sep’21.

On Radio, the Top 10 categories added 88% of the total Durables’ Ad Volumes. Air Conditioners category topped with 20% share of the sector Ad Volumes on Radio. The Top 10 Advertisers added more than 55% share of the Ad Volumes during Jan-Sep’22, among which, LG Electronics India was on top.

The Top 10 brands added 46% to the overall advertising space of Durables sector on Radio. Over 100 brands advertised exclusively during Jan-Sep’22 over Jan-Sep’21.

Digital

On Digital, the Consumer Durables/ Home Appliances category was on top with 20% share of the sector’s advertising. The Top 10 categories added 75% share of the sector Ad Insertions on Digital. The Top 10 Advertisers had 60% share of the Ad Insertions during Jan-Sep’22, with Samsung India Electronics on top of the list adding 17% share.

Display Ads had more than 80% share of the sector Ad Insertions during Jan-Sep’22. Among the Digital Platforms, Desktop Display topped with 44% share of the Ad Insertions, followed by Mobile Display with 36% share.